rawr FOOD STORE & BISTRO
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let's get started Rawr’s Look Book will show you all about how we look good all the time so that you may be inspired to make wonderful things too! Or perhaps, you’re ramping up to a date night, and in that case, you’ll just have to know us a little better anyway,
IN A NUTSHELL, WE’LL GO THROUGH: Our Logo Our Colours Our Typefaces Illustrations Putting It All Together
our logo 01 This is the main logo and should be used on all material as much as possible for print and digital. Should only be used on white or off-white background colours. 02 This logo is an alternative, with the colours reversed for usage only on the Rawr green background. 03 For watermarking, busy backgrounds, or darker backgrounds, or overlay on photos, the logo may be used in complete white with the letters hollowed out.
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rawr FOOD STORE & BISTRO
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rawr FOOD STORE & BISTRO
our colours THE UNNATURALLY NATURAL SWATCH A great personality in a brand is what makes it stand out, and personality starts with what one wears, and in this case the brand colours. These colours are inspired by the humble happiness of a planet that is loved.
RAWR GREEN CMYK 22/16/100/0 RGB 208/194/43 HEX D0C22B
RAWR CREAM CMYK 1/0/12/0 RGB 255/252/226 HEX FDFBE4
RAWR GREY CMYK 58/49/47/15 RGB 109/111/113 HEX 6D6F71
RAWR GREEN CMYK 22/16/100/0 RGB 208/194/43 HEX D0C22B
RAWR CREAM CMYK 1/0/12/0 RGB 255/252/226 HEX FDFBE4
RAWR LOGO COLOURS
RAWR GREY CMYK 58/49/47/15 RGB 109/111/113 HEX 6D6F71
RAWR BROWN CMYK 37/56/73/19 RGB 142/103/76 HEX 8E674C
TEXT COLOUR
ALTERNATE TEXT COLOUR
DEVIATING FROM THE BASE PALETTE When choosing colours outside of the colour palette for various illustrations. Try and maintain the same tone & white balance and intensity.
RAWR RED CMYK 4/94/89/0 RGB 227/55/56 HEX E33738
SUB-HEAD & ACCENT COLOUR
YAY COLOURS NAY COLOURS
RAWR WHITE CMYK 0/0/0/0 RGB 255/255/255 HEX FFFFFF
BACKGROUND COLOUR
our typefaces IT’S ALL PART OF THE BRAND PERSONALITY Why so serious? Because we’re not. We like to keep our look fun and organic, to make it a hoot to look at all of our print and digital components.
REKLAME SCRIPT This is a fun scripture font that we use for our logo and for headlines and titles only.
Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
AMATIC Another fun font. We use this one mostly for sub-heads and sometimes for smaller-sized headlines, depending on the style of piece.
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (,.:;’!@#$%&*) 0123456789
GOTHAM NARROW LIGHT & BOLD This font is used for our main text and body copy on print, display and digital. Gotham Narrow Light should be the primary use whereas Gotham Narrow Bold should only be used to emphasis of words, numbers, sub-sections, etc...
Aa
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
(,.:;’!@#$%&*) 0123456789
(,.:;’!@#$%&*) 0123456789
illustrations KEEPING IT SIMPLE, BUT INFORMATIVE Illustrations are made into icon-style illustrations of foods. Bad non-organic foods and good foods are differentiated by “sliced” and “unsliced.” Both bad and good versions of the foods should be the same colour and the colour should be a solid colour without a stroke. Fill colour should be from a prominent colour of the actual food being represented.
THE BAD FOODS Bad foods look symmetrical and perfect. Only the bad foods should be created in a split-into-sections style. Each split section should be labeled with a factor or ingredient of non-organic farming practices.
PESTICIDES
pesticides
copious amounts of water to make it look bigger MORE pesticides fish genes real strawberry
antibiotics growth hormones seed-like things
herbicides growth hormones
pesticides
more pesticides
HERBICIDES
pesticides
growth hormones
filled with water to make it look bigger
fertilizers
herbicides real tomato
THE GOOD FOODS Good foods look asymmetrical and imperfect. Good foods should be shown as a whole and unsplit. The food item should contain one short phrase that promote its nutritional goodness.
100% ry r strawbe ess goodn
yummy seeds, grains, exercise & happiness
100% tomato-y goodness
APPLYING THE ILLUSTRATIONS All illustrations should be shown in their original colours and should only be placed on white backgrounds. No ifs, ands, or buts! :(
100% ry r strawbe ess n d o go
yay
100% ry r strawbe ess n d o go
NAY
100% ry r strawbe ess n d o go
NAY
bringing it all together NOW, AFTER ALL THAT... Let’s take a look at some fun examples of some of the dos and fonts of our brand’s print, digital, and in-store elements.
rawr FOOD STORE & BISTRO
Love Your Kale Kale is one of the healthiest vegetables on the planet, coming in just second after it’s brother Broccoli. It’s quite literally a nutritional powerhouse that’ll keep you going all day long.
no tax weekend
Come in an enjoy great savings on thousands of organic food products in the Rawr grocery store! MARCH 28 - MARCH 30
rawr FOOD STORE & BISTRO
SAMPLE OF WHITE BACKGROUND PRINT
SAMPLE OF PHOTO BACKGROUND PRINT / DISPLAY
SAMPLE OF RAWR GREEN BACKGROUND PRINT / DISPLAY
some final food for thought AT LAST WE’VE COME TO THE END If you’re ever in doubt, just refer back to this Look Book we’ve created just for you. We don’t ask for much, just a little bit a love and respect for our brand. Pretty easy, right? We think so. Now go on, let your creative freak fly! Make us proud!